Research of the relationship between female consumers’ personality and their cosmetic consumption motivation

• Main Authors: Lin,Yang, 林洋
• Other Authors: 郭貞
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/8z4eas

碩士 === 國立政治大學 === 傳播學院傳播碩士學位學程 === 105 === With the development of science and technology, we are in the consumer society, which is characterized by symbol consumption. Like many other consumer goods, customers considerate cosmetics not only just as commodites with practical functions, but also as symbols with emotional and cultural meaning. Due to this, the impact of customers’ personal characteristics on their consumer behavior deserves more discussion. Therefore, how do customers’ personal characteristics affect their consumer behaviors deserves more focus and discussions. This study chose the female cosmetic customers who aged between 20-35 years old as the samples, to explore relations between customers’ cosmetic consumption motivations (including Practical Motivation and Symbolic Motivation) and customers’ personality traits (including self-monitoring, self-esteem and narcissism). Moreover, in this study, the cosmetics products were divided into two types: Skin-care product and Make-up product, to discuss whether the effects what personality traits worked on the consumption motives will vary from types of cosmetic product. The survey tested respondents for their customers’ personality traits and inquired their cosmetic consumption motivations by online questionnaires. Three hundred and forty-two questionnaires were returned. After statistical analysis, we found that customers’ motivations were significantly different between the two types of cosmetics, Make-up and Skin-care. Then, for both types of cosmetic product, consumers’ self-monitoring degree and narcissistic degree cannot affect their practical motivations. However, customers’ self-monitoring degree and narcissistic degree have positive impacts on their symbolic motivations respectively. Finally, symbolic motivations cannot be influenced by customers’ self-esteem level. However, for the Make-up products, it is noteworthy that consumers' self-esteem level affect symbolic motivations positively, while the same impact cannot be found in the Skin-care products.